How Touchpoints Work in Search Marketing (and Why It Matters)

Both classic and digital marketing primarily focus on increasing a company’s brand awareness, not just sales. Sales are one of the results of working on expanding brand reach and its positioning among the target audience.

An important component of such a strategy is creating additional touchpoints where your target audience might potentially be present.

Nowadays, users rarely make a decision immediately. And the more expensive or complex the product/service is, the more relevant this becomes.

For example, if an entrepreneur wants to order the development of a mobile application for their company’s customer interactions, they will first want to read more information about how such products are created and what advantages it will provide.

Next, they will want to look at examples of mobile applications from other companies and familiarize themselves with the functionality they offer.

Then, they will start searching for companies that offer such a service. They will read reviews about them from previous clients, look at portfolios on their websites, check their social media profiles, read about the specifics of their work, and so on.

It is quite possible that they will also look at the pages of the company that interested them on third-party platforms, in social networks, etc.

Here, everything is quite simple: if an entrepreneur is looking for a solution to an important business task or problem, and in this context, constantly interacts with your brand as a vendor of such services, then at some point when making a decision, it is you they will remember.

How it works in search marketing: the website + off-site efforts

Each of the steps listed above from the potential client’s side, from the moment of interest to the stage of sending a request for a call with a company representative, is a separate touchpoint.

Before a decision is made, there can be 4-5, or even more, such touchpoints. And whether the decision will be in your favor or in favor of a competitor depends on how well the business is represented in these areas, and if it is represented at all.

In the context of search marketing, these touchpoints can be handled as follows:

• A company blog article that discusses the benefits of developing a mobile application for business and explains what features can be implemented in such a product.
• Company profiles in listings or business directories like Clutch, DesignRush, etc. Reviews about the company from former clients on these sites.
• A portfolio of projects on the website and a page describing the specifics of the work and collaboration models.
• A well-designed Google Business Profile page. Official pages on major social networks.
• A YouTube channel.
• Publications by and about the company on other sites, such as online media, etc.

Takeaways

As you can see, any of your activities, both on the official website and beyond, create additional touchpoints with the target audience and potential clients. And the more of them there are, the greater the likelihood that you will get new orders and sales precisely because of this.

This also ensures the diversification of customer acquisition sources for the business, which means it reduces the risks of depending on a single marketing channel. In this way, you create a good foundation for ensuring the organic growth of brand awareness.

If you need expert help in forming such an inbound marketing strategy, contact me, and I will use my experience and knowledge to help you take your business to the next level.